Smooth Operator Advances in artificial intelligence are making call center conversations more human. These days, the call center is one of the most important elements of a company's brand. In fact, it's often the last line of defense in protecting the brand. Most of the time that your customers are interacting with your products, things are working fine. But if something goes sideways or they have a question on your product or service, they end up making that phone call. Now, when you call in, even if you punch zero, you may still be talking to a computer. Voice traffic is leveraging artificial intelligence and machine learning in a lot of ways, and now we're using AI not to automate the call, but to make that call a better experience for the customer and a more profitable one for the company. 29